On Tuesday the 19th August, Greggs the bakers suffered a PR nightmare when the company was hacked and their recognisable logo and slogan was replaced with an offensive version on its Google profile.
However, Greggs took the high road and responded quickly to Twitter complaints with genuine humour and unique energy.
Hey @GoogleUK, fix it and they're yours!!! #FixGreggs pic.twitter.com/d5Ub7qtrLG
— Greggs (@GreggsOfficial) August 19, 2014
Sorry @GreggstheBakers, we're on it. Throw in a sausage roll and we'll get it done ASAP. #fixgreggs pic.twitter.com/THXuMubrQq
— Google UK (@GoogleUK) August 19, 2014
@leebandoni we can neither confirm or deny this offer.
— Greggs (@GreggsOfficial) August 19, 2014
@leighakendall crisis… what crisis? *eats doughnut*
— Greggs (@GreggsOfficial) August 19, 2014
@Mark_Wyatt we've had one or two (A MILLION)!!!
— Greggs (@GreggsOfficial) August 19, 2014
Once Google had fixed the problem, Greggs couldn’t help getting one last creative response in.
Aaaand relax! Maybe those kind folks @GoogleUK could give us the doodle tomorrow? pic.twitter.com/IerRUVW0Z8
— Greggs (@GreggsOfficial) August 19, 2014
Social Media is a great tool for putting a positive spin on a crisis as you can instantly respond in a strategic way.
As it goes with all crisis’, Greggs didn’t have this planned but the communications team responded to concerned customers very quickly, all the while using clever humour to show that this hasn’t dented their confidence in how they handle a crisis. They could have very easily made a very PR-y defensive statement but instead they took it on the chin and almost made fun of themselves in the process, only further establishing that they are comfortable with their brand and customers exactly how they are.
Have you ever suffered a PR nightmare? How did you handle it? Tweet us at @SocialBUK.
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